文章基本信息

标题：Fizzing Coke takes on Irn Bru
作者：Deborah Anderson
期刊名称：The Sunday Herald
印刷版ISSN：1465-8771
出版年度：1999
卷号：Apr 18, 1999
出版社：Newsquest (Herald and Times) Ltd.

Fizzing Coke takes on Irn Bru

Deborah Anderson

COCA-COLA is preparing for a David and Goliath battle against their smaller rivals Irn Bru to take the top spot in the Scottish soft drinks market.

Giants Coke dominate the world-wide market in every country it supplies except Scotland, where Barr leads the way with the nation's favourite Irn Bru.

But now Coca-Cola is determined to conquer Barr once and for all and has sent in a trouble-shooter to spearhead its Scottish base in East Kilbride. Coca-Cola products are consumed at the rate of more than one billion servings per day worldwide, but the Scottish market is causing them continuing aggravation. The company hopes the appointment of Steve Pearson as regional development manager for Scotland will bring about an increase in sales of the fizzy drink. Ian Muir, external affairs manager for Coca-Cola, said: "We believe we are already number one in Scotland, from what our figures show, but I am not going to reveal them to the public. "East Kilbride is our one and only production plant in Scotland and it is part of our plan to increase our sales volume. Hopefully with the presence of people on the ground we will be able to do that. "The new team is already up and running and we will be happy when we see the results." However, AG Barr Plc who claim Irn Bru is the best selling soft drink in Scotland, said they will combat any kind of move by Coca- Cola to take the top spot. Hugh McPherson, managing director of Barr, said: "Irn Bru remains the number one soft drink in Scotland and it has been for a number of years now. "Clearly we can compete in what has been a very competitive market place for some time now. We are confident Irn Bru can hold its own, but neither would we be complacent about our position, especially if Coca-Cola are planning to boost their personnel." Last year Barr had a turnover of #107 million and successfully launched its amber product in Russia selling more than one million litres per month.